Kickstarting Your HVAC Dealers Marketing

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Getting Your HVAC Dealers Started with Marketing: What TMs Need to Know

September 23, 2024

As a territorial manager (TM) for Shearer Supply, working with American Standard HVAC dealers, you're often the first point of contact when dealers seek help with marketing. Lawrence Media specializes in HVAC-specific marketing strategies designed to help dealers generate leads, increase visibility, and improve their online presence. But where do you start? In this guide, we'll walk you through the process of getting HVAC dealers started with Lawrence Media’s marketing services, outlining what they need to provide and what they can expect during the 4-6 week setup process.

What Dealers Need to Get Started

When introducing dealers to Lawrence Media’s marketing services, the first step is to ensure they have all the essential information ready for a smooth onboarding process. Here’s what you need to get started with HVAC dealers marketing.

1. Domain Name and Hosting Information

Dealers need to grant access to their website’s domain registrar and hosting provider. This allows Lawrence Media to manage website updates, make technical improvements, and ensure the site is fast, secure, and mobile-friendly. The domain name and hosting records are crucial for setting up digital marketing campaigns, tracking traffic, and ensuring the website is optimized for search engines.

2. Logo, Brand Colors, and Photos

A strong brand presence begins with a recognizable and professional look. Dealers should provide Lawrence Media with their high-resolution logo, brand color codes, and any fonts used in their marketing materials. Additionally, having a library of high-quality photos (such as images of completed work, team members, or company trucks) ensures the website and social media posts are visually engaging and representative of the dealer’s business.

3. NAP (Name, Address, Phone Number) and Business Info

NAP consistency is a crucial factor in local SEO, which impacts how a business ranks in local searches. Lawrence Media will need the dealer’s up-to-date name, address, and phone number, as well as other business details such as service areas, hours of operation, and key services offered. This information needs to be accurate and consistent across the dealer’s website, Google My Business (GMB) profile, and social media channels.

4. Google My Business and Social Media Access

To maximize local visibility, dealers need to provide access to their Google My Business and social media accounts (Facebook, Instagram, etc.). These platforms are critical for driving local traffic, increasing engagement, and improving search rankings. Optimizing the GMB profile with accurate information and customer reviews is a key component of the marketing strategy.

By ensuring dealers have all of this information ready, TMs can help Lawrence Media kickstart the marketing process quickly and efficiently.

The 4-6 Week Setup Process

Lawrence Media’s setup process is designed to deliver results quickly while building a long-term foundation for marketing success. Here’s what Shearer Supply TMs and American Standard HVAC dealers can expect during the first 4-6 weeks:

Weeks 1-2: Website Setup, Backlinking, and Local SEO Work

The first two weeks focus on getting the dealer’s website and online platforms set up or optimized for maximum performance. This phase includes:

Website and Platform Setup: Lawrence Media either creates or redesigns the dealer’s website, ensuring it is mobile-responsive, fast-loading, and user-friendly. This step is essential for turning website visitors into leads.
Backlinking: Backlinking is a critical element of local SEO. In these early weeks, Lawrence Media establishes backlinks to improve the dealer’s domain authority and rankings on search engines. Quality backlinks signal to search engines that the dealer’s website is trustworthy and relevant.
Local SEO Foundation: NAP consistency is established across all platforms, and Google My Business is optimized with up-to-date information. Lawrence Media begins keyword research to ensure the dealer’s website ranks well for local HVAC searches.

Weeks 3-4: Advanced SEO, Content Creation, and Social Media Integration

As the foundational setup is completed, the focus shifts to building the dealer’s online presence through content and social media.

Advanced Local SEO: Lawrence Media implements advanced local SEO tactics, targeting location-specific keywords that drive relevant traffic. Optimizing service pages with these keywords helps dealers show up in local search results and Google’s map pack.
Content Creation: Blog posts and service pages are developed to position the dealer as an expert in their field. Content is tailored to the dealer’s market and designed to attract organic traffic while answering common customer questions.
Social Media Integration: The dealer’s social media platforms are fully integrated with the website to ensure a cohesive online presence. Social media accounts are optimized with branding, business details, and engagement-driven content.

Weeks 5-6: Website Launch and Initial Performance Reporting

The final phase of the setup process involves launching the dealer’s newly optimized website and beginning to report on initial results.

Final Website Review and Launch: Before launching the website, Lawrence Media reviews everything with the dealer to ensure it meets their expectations. Once launched, tracking tools such as Google Analytics are set up to monitor website performance.
Performance Reporting: Dealers receive their first reports, which detail how the website is performing in terms of traffic, local rankings, and lead generation. This data serves as the foundation for ongoing optimizations and marketing strategies.

How Lawrence Media Customizes Marketing Plans for Each Dealer

Each American Standard HVAC dealer has unique goals and market conditions. Lawrence Media works with each dealer individually to create a custom marketing plan designed to meet their specific needs. Here’s how they do it:

Goal Setting: Lawrence Media collaborates with the dealer to define their business goals, whether it’s increasing leads, improving local search rankings, or growing their social media presence.
Co-op Marketing Management: For Shearer Supply dealers, Lawrence Media ensures that available co-op marketing funds are fully utilized. This maximizes the dealer’s marketing budget and allows for larger, more impactful campaigns.
Ongoing Adjustments: After the initial setup, Lawrence Media continues to optimize campaigns based on performance data. Dealers receive regular updates and recommendations to keep their marketing strategy on track.

By offering a personalized approach to marketing, Lawrence Media ensures that each dealer’s strategy is tailored to their market, competition, and business goals.

Get Your Dealer Started Today

Helping HVAC dealers get started with Lawrence Media is easy when you know what to expect. With a 4-6 week setup process and a focus on local SEO, website optimization, and lead generation, your dealers will be well-equipped to grow their business. If you’re ready to introduce a dealer to Lawrence Media, or if they need more information, they can visit American Standard to explore how these services can help drive their HVAC business forward.